Nike+ Canada

Project: Nike+ Canada

The last pitch I helped win at Wieden+Kennedy New York was the Nike Running business for Canada. The first project for this was Nike Plus. The challenge presented to us was how to make nike plus technology cool and desirable for female runners, who were typically more casual runners. The overall strategy and campaign resulted in the line ‘Plus I Run.’ I worked on the digital extensions in particular, coming up with ideas and insights for speaking to our target through Facebook, and downloadable content through the iTunes music store. I wasn’t able to see this project through, but was quite happy to see the research and initial brainstorming had made a leap and this video was released featuring MTV Canada personality Dan Levy:
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Nike NYC Summer Hoops & Mobile Campaign

Nike New York hosts a summer streetball tournament every year and brought us a very modest budget with which we managed to use for blog updates as well as on the court mobile updates and text mob style blasts that will alert New York City basketballers to the celebrity appearances they have scheduled throughout the summer. For the first time ever, we also created an interactive map with all the court locations and territories marked by league.

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NIKE Research Videos

Talking to consumers to prove a point or make a discovery about a product is always a neccesity. Below are some videos done for Nike around their Soccer and Running events.

All videos were directed and shot by Peter Sutherland.

Nike Air Force 25 Mashup & Mobile

2007 marked the 25th year since the launch of Nike’s Air Force One line. To celebrate this special occasion, Nike Basketball and WK (New York and Portland offices) created a campaign called “The Second Coming” with a spot featuring LeBron James, Kobe Bryant, Steve Nash, Amare Stoudemire, Rasheed Wallace, Jermaine O’Neal, Tony Parker, Paul Pierce, Shawn Marion, and Chris Paul playing the ultimate pick-up game and launched several sites and full 360 campaign celebrating the history of the Air Force One line. During my time as Director of Interactive, I headed up two efforts in particular; a video mashup site, and a mobile interface for this campaign.

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